Scale has taken on a completely new meaning for me. In my training and early career, scale referred to a conversion measurement indicating a comparison between a measurement on a paper map and a measurement in the real world. The big 'thing' about GIS was that it was scale-less; you could zoom in as much as you wanted and the map changes accordingly, amazing!

Analytics are a great tool for monitoring and reporting on website traffic and user interactions. It is reasonablely expected that, as a web developer I will use analytics to better understand my users and deliver them with incrementally improving services and experiences.